Keyword Research Guide: Find Keywords That Drive Traffic

What Is Keyword Research?

Keyword research is the process of finding words and phrases people type into search engines. It helps you understand what your audience is looking for and how to create content that meets their needs.

Why Keyword Research Matters

Without keyword research, you're guessing. With it, you know:

• What topics to write about
• How people phrase their questions
• Which opportunities are achievable
• What your competitors are targeting

Understanding Keyword Types

By Length

Head Keywords: 1-2 words, very broad

• "Shoes" - millions of searches, impossible to rank

Body Keywords: 2-3 words, moderate specificity

• "Running shoes" - still competitive but more targeted

Long-Tail Keywords: 4+ words, specific

• "Best running shoes for flat feet 2026" - lower volume, higher intent

By Intent

Informational: Seeking knowledge

• "How to train for a marathon"

Commercial Investigation: Researching before purchase

• "Best running shoes reviews"

Transactional: Ready to buy

• "Buy Nike Air Zoom Pegasus"

Navigational: Looking for specific site

• "Nike official website"

Free Keyword Research Tools

Google Autocomplete

Type your topic and see suggestions. These are real searches.

Google "People Also Ask"

Questions related to your search. Great for content ideas.

Google Related Searches

At bottom of search results. More keyword ideas.

Google Keyword Planner

Free with Google Ads account. Shows volume and competition.

Ubersuggest (Neil Patel)

Free tier available. Shows keywords, volume, difficulty.

AnswerThePublic

Visual keyword tool showing questions people ask.

Paid Keyword Research Tools

• SEMrush
• Ahrefs
• Moz Keyword Explorer

These provide more accurate data and competitive analysis.

The Keyword Research Process

Step 1: Brainstorm Seed Keywords

List topics related to your business. What would customers search for?

Step 2: Expand Your List

Use tools to find variations, questions, and related terms.

Step 3: Analyze Metrics

For each keyword, evaluate:

• Search Volume: How many searches per month?
• Difficulty: How hard to rank?
• Relevance: Does it match your business?
• Intent: Are searchers likely to convert?

Step 4: Assess Competition

Search each keyword. Look at who ranks:

• Are they major brands?
• Is the content high quality?
• Can you do better?

Step 5: Prioritize

Create a list prioritized by:

• Achievable difficulty
• Relevant intent
• Adequate volume
• Business value

Keyword Research for Different Goals

For Blog Content

Target informational keywords. Answer questions your audience asks.

For Product/Service Pages

Target commercial and transactional keywords. Match buying intent.

For Local Business

Include location modifiers: "plumber dallas" "lawyer near me"

Common Keyword Research Mistakes

1. Only Targeting High-Volume Keywords

High volume = high competition. Start with lower-volume, achievable keywords.

2. Ignoring Search Intent

Ranking for a keyword is useless if it brings the wrong visitors.

3. Keyword Stuffing

Don't force keywords. Write naturally and use synonyms.

4. Not Considering Competition

A keyword isn't good if you can't realistically rank for it.

5. One-Time Research

Search trends change. Revisit keyword research quarterly.

Building Your Keyword Strategy

Create a Keyword Map

Assign keywords to specific pages. One primary keyword per page.

Group by Topic

Create topic clusters with pillar content and supporting articles.

Match Content Type to Intent

Informational keywords → Blog posts

Transactional keywords → Product/service pages

Track and Adjust

Monitor rankings. Double down on what's working.

Getting Started Today

1. List 10 topics related to your business

2. Use Google autocomplete to expand each

3. Check volume and difficulty with free tools

4. Pick 5-10 achievable keywords to start

5. Create content targeting each keyword

Keyword research is foundational. Do it right, and your SEO efforts will be much more effective.